1. Provide essential knowledge about marketing including key concepts, theories, practices, etc.
2. To apply marketing concepts/theories into real situations
3. Understanding of global issues in marketing
4. Provide opportunities to analyze marketing activities in firms through cases/articles and interviews (if possible).

1. Provide essential knowledge about marketing including key concepts, theories, practices, etc.
2. To apply marketing concepts/theories into real situations
3. Understanding of global issues in marketing
4. Provide opportunities to analyze marketing activities in firms through cases/articles and interviews (if possible).

1.Describe the relevance of consumer behavior to the entire international marketing process, the nature and stages of consumers’ decision making and the factors influencing consumers’ choice.
2.To develop skill in using a variety of analytical frameworks for making decision in international marketing
3.Explain the impact of global effect on the development of international marketing strategies including marketing communication, segmentation and target marketing.
4.Apply the consumer behavior theories covered in the course to devise effective solutions in enhancing international marketing performance in the global business environment.

1.Describe the relevance of consumer behavior to the entire international marketing process, the nature and stages of consumers’ decision making and the factors influencing consumers’ choice.
2.To develop skill in using a variety of analytical frameworks for making decision in international marketing
3.Explain the impact of global effect on the development of international marketing strategies including marketing communication, segmentation and target marketing.
4.Apply the consumer behavior theories covered in the course to design effective solutions in enhancing international marketing performance in the global business environment.

Armstrong,G., Kotler, P. and Armstrong M.O.(2020) Marketing An Introduction, 14th ED. Person
Marshall, G., and Johnston, M. (2019) Marketing management, 3rd Ed. McGraw Hill Education
Kotler, P. T., Keller, L. K., Ang, S.H., Tan, C.T. and Leong, S. M. (2017) Marketing Management: An Asian Perspective, 7th, Ed. Pearson.

Armstrong, G., Kotler, P. and Armstrong M.O.(2020) Marketing An Introduction, 14th ED. Person
Marshall, G., and Johnston, M. (2019) Marketing management, 3rd Ed. McGraw Hill Education
Kotler, P. T., Keller, L. K., Ang, S. H., Tan, C. T. and Leong, S. M. (2017) Marketing Management: An Asian Perspective, 7th, Ed. Pearson.